Jennifer Lopez - Ain't Your Mama

What this video is

Released on May 6, 2016, 'Ain't Your Mama' marked Jennifer Lopez's return to Epic Records after a six-year absence from the label, coinciding with the height of mainstream feminist pop discourse catalyzed by artists like Beyoncé and Meghan Trainor (who co-wrote the track). The video's multi-decade narrative — spanning the 1950s through the 1980s — explicitly frames women's domestic and workplace labor as a…

Why it matters

A defining artifact of mid-2010s mainstream feminist pop, the video synthesizes the era's empowerment-anthem format with retro-visual prestige production. Its decade-hopping structure distinguishes it from contemporaneous single-setting performance videos, offering a compressed historiography of…

The director

Cameron Thomas Duddy (born December 6, 1985) is an American music video director and musician. Son of cinematographer Christopher Duddy, he entered directing with Bruno Mars' 'The Other Side' (2010) and rose to prominence directing 'Uptown Funk' (Mark Ronson…